Recent neuroscience research reveals a compelling case for direct mail’s unique ability to engage our brains and memory.
A study by MarketReach found that direct mail is a key to stronger memory encoding. When consumers received a direct mail piece before encountering a related advertisement delivered through another channel such as social media, their long-term memory encoding was 44% stronger. This isn’t a marginal increase; it’s a significant leap that highlights how direct mail can lay the groundwork for omnichannel campaigns, creating a more memorable brand experience.
But, the impact of direct mail doesn’t stop at memory….
The same study found that brand recall and arousal rates soared by over 25% when direct mail was part of the consumer’s journey. This means that not only do consumers remember the organisation better, but they also feel more excited and engaged with it. In a world where brand differentiation is key, direct mail offers a clear advantage!
Another study, this one by Canada Post found that information delivered by direct mail is much easier to process than other channels.
Direct mail requires 21% less cognitive effort to process than digital media. This ease of understanding translates to higher brand recall and a greater likelihood of driving action. In essence, direct mail is not just easy on the eyes but also easy on the brain, making it a powerful tool for marketers.
All this highlights that it is tangibility that counts. Being able to physically hold a mail shot means that brands can engage the brain on multiple levels by sending communications through the post – and this is something no other channel can replicate.
If you want to know more about how we can help you with your next direct mail campaign please get in touch!
